Abhigyan

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Measuring the Emotional Dimensions of Retail Banking Experience in Non-Metro Cities


Affiliations
1 International Institute of Professional Studies, Devi Ahilya Vishwavidyalaya, Khandwa Road, Indore., India
     

   Subscribe/Renew Journal


Customers' experience and evaluate the bank's services with respect to its corporate image, which is an expression of their emotions for the bank brand. The purpose of this research is to examine the emotional dimensions of retail banking experience. Survey methodology was used to collect data. Principal Component Factor Analysis technique was applied to ascertain the emotional dimensions as Customer Orientation, Product management, Employee Empowerment, Customer delight, Physical Facilities and Internet Banking. The results are tested for reliability and validity . Further , anova analysis is applied to measure the influence of age, gender and qualification on these emotional dimensions. The research contributes to the knowledge of customer experience by examining how the retail banking experience and its emotional dimensions are conceptualized and managed by practitioners.

Keywords

Retail Banking Experience, Emotional Dimensions, Customer Experience, Emotion, Customer Relations.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Barnes, S.J., Mattsson, J., & Sorensen, F . (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research, 48,121-139.

  • Benjamin M., Israel A., & Ranga P . (2014). A study on customer care management factors in banking sector of Haryana State India. International Journal of Management and International Business Studies, 4(1), 117-122.

  • Berry , L. L., Carbone, L.P ., &Haeckel, S. H. (2002). Managing the total customer experience. Sloan Management Review , 43,85-89.

  • Bhat, A.S., & Darzi, A.M. (2016). Customer Relationship management: An approach to competitive advantage in the banking sector by exploring the meditational role of loyalty . International Journal of Bank Marketing, 34(3),388-410.

  • Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009, May). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73,52-68.

  • Choudhury , K. (2013). Service quality and customers' purchase intentions: An empirical study of the Indian banking sector . International Journal of Bank Marketing, 31(7),529-543.

  • Debra, G., & O'Cass, A. (2004). Examining service experiences and post-consumption evaluations. Journal of Services Marketing, 18(6),450–61.

  • Ganguly , S., & Roy , K.S. (2011).Generic technology‐based service quality dimensions in banking: Impact on customer satisfaction and loyalty . International Journal of Bank Marketing, 29(2), 168-189.

  • Keri n, Roger A. , Jai n, A. , & Howard, D. (1992). Store shopping experience and consumer price–quality–value perceptions. Journal of Retailing, 68 (4),376–97.

  • Khan, I., & Rahman, Z. (2015). A review and future directions of brand experience research. International Strategic Management Review , 3,1-14.

  • Kumar , P . (2011). An Empirical study on perceptual differences between customers & employees of banks towards customer centric service operations. Rai Management Journal, 8,85-94.

  • Kumar , P . (2017). An empirical study to determine the brand experience Dimensions for banks. Researchers World,VIII, 1(2),96-105.

  • Meyer ,C., & Schwager , A.(2007, February). Understanding customer experience. Harvard Business Review , 117-126.

  • Morgan-Thomas, A., & V eloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66,21-27.

  • Morrison, S., & Crane, F . (2007).Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14(5),410–421.

  • Nysveen, H., Perdersen, P ., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5),404- 423.

  • Schmitt, B. (1999). Experiential marketing. Journal of Marketing, 15(1),53–67.

  • Shamim, A. &Butt, M. M. (2013). A critical model of brand experience consequences. Asia Pacific Journal of Marketing and Logistics, 25,102-117.

  • Strieter , J., Gupta, A., Raj, P .S., & Wilemon, D.(1997). Product management and the marketing of financial services. The Journal of Services Marketing, 11(2),128-149.

  • Thurau, T .H.(2004). Customer orientation of service employees. International Journal of Service Industry Management, 55,460-478.

  • Uppal, K.R.(2010).Customer complaints in banks: Nature, extent and strategies to mitigation. Journal of Economics and International Finance, 2 (10),212-220.

  • Zarantonello, L., & Schmitt, B. H. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32, 255-280.


Abstract Views: 359

PDF Views: 0




  • Measuring the Emotional Dimensions of Retail Banking Experience in Non-Metro Cities

Abstract Views: 359  |  PDF Views: 0

Authors

Prerna Kumar
International Institute of Professional Studies, Devi Ahilya Vishwavidyalaya, Khandwa Road, Indore., India

Abstract


Customers' experience and evaluate the bank's services with respect to its corporate image, which is an expression of their emotions for the bank brand. The purpose of this research is to examine the emotional dimensions of retail banking experience. Survey methodology was used to collect data. Principal Component Factor Analysis technique was applied to ascertain the emotional dimensions as Customer Orientation, Product management, Employee Empowerment, Customer delight, Physical Facilities and Internet Banking. The results are tested for reliability and validity . Further , anova analysis is applied to measure the influence of age, gender and qualification on these emotional dimensions. The research contributes to the knowledge of customer experience by examining how the retail banking experience and its emotional dimensions are conceptualized and managed by practitioners.

Keywords


Retail Banking Experience, Emotional Dimensions, Customer Experience, Emotion, Customer Relations.

References